Soho Estates has submitted plans for a new immersive attraction in London's Leicester Square.
The planning application, lodged with Westminster City Council, proposes redeveloping 17-21 Leicester Square and the surrounding buildings on Bear Street and Cranbourn Street.
The site currently hosts Burger King, Pizza Hut and Market Place Food Hall, with the existing buildings described as outdated and no longer suited to the prominent location.
Known as LSX, the proposed attraction would become the West End's first permanent large-format immersive visitor destination.
LSX will feature attraction space across three floors, plus a rooftop restaurant overlooking Leicester Square
According to the proposal, LSX could welcome up to 1.9 million visitors annually, generate an additional £48 million in visitor spending and support around 950 jobs.
The venue would feature around 50,000 square feet of attraction space across three double-height floors, with a rooftop restaurant and terraces offering views across Leicester Square.
Street-level plans include space for food and beverage options, such as a food court, restaurants or casual dining. The flexible design would allow the space to adapt as visitor experiences and technology evolve.
Fawn James, chief executive of Soho Estates, said: "It's Leicester Square. It’s one of the world's best-known entertainment destinations, and it’s the right place to put forward an ambitious vision for the future.
Plans for a new Leicester Square immersive venue include flexible dining spaces and adaptable designs for future visitor experiences
"The West End doesn't have a venue like this today. We've spent almost three years listening, refining and improving our plans. People expect something extraordinary for Leicester Square, and so do we."
Leicester Square attracts millions of visitors each year and is internationally renowned for film premieres and entertainment. Although the area is home to many cinemas, demand for immersive experiences continues to grow.
The application follows almost three years of engagement with local communities, businesses and stakeholders. A public consultation earlier this year reached more than 154,000 people and received 722 responses, with nearly 80 percent expressing interest in the proposals.
Images courtesy of Soho Estates
